Karly BrunelleTMD 427 – Presentation

IVApril 27, 2009

Photo Shoot Sets

For my fourth and final presentation, in keeping with the magazine theme I decided to design sets for photo shoots. I chose to design for Vera Wang and Gwen Stefani for L.A.M.B.

In order to do this accurately and professionally I first reviewed their past

advertisements, spreads, and runway shows as well as designer reviews to better understand the brand image. After familiarizing myself I

designed a sets that I feel would be aesthetically pleasing and most importantly uphold the designer’s and brand’s identity.

Vera Wang

After reviewing multiple advertisements and runway shows I chose the Pre-Fall 2009 collection to create a set of a photo shoot for an advertisement.

Her advertisements tend to be set in elegant or Victorian styled sets. This is a direct comparison with her clothing, which is always elegant and beautifully crafted. She likes to have the clothing be the main focus and does not desire the ad to have too much emphasis on the background.

Vera Wang

Pre-Fall 2009 Collection

themes:

COLOR- mostly black, gray, and beige. There are a few accents of bright and saturated color.

SILHOUETTE- tend to have slimmer shape at the bottom, i.e. tights, skinny trousers, however on the skirt pieces it tends to be fuller but still a skinny leg. there is also a lot emphasis of waist with thick banded belts at the empire waist or fabric accent (like on the green one shoulder dress).

EMBELLISHMENT- although a lot of the clothing are solid colors, Wang added drama with embellishing the garments with bold jewelry.

Vera Wang Pre-Fall 2009 Collection

To uphold the image that Vera Wang’s advertisements embody I had to specifically find a location that was elegant that that had beautiful architecture that could be a non-distracting background. I chose the Opera, pictured above is L'Opera Garnier in Paris, France. The model in the red dress could lean against the rail of the staircase, thus showing enough of the detail in the stone to not take away from the dress. Her arm relaxed but reach out on the railing and her other arm laying by her side.

I would like to see the black dress and the one shoulder green dress in this location also. The black dress, because of it’s detail on the upper half of the body is more prominent, she would look very bold simply standing in front of the stair case. This would be such a contrasting ad with the darkness and sheen of the dress and necklace against the tiring of the stone of the staircase. The one shoulder green dress would be beautiful if it was positioned in front of the structures holding the lights at the bottom of the staircase. She could be simply leaning on them with her back or on her side. However, which ever way it is, we must see that it is a one shoulder dress, it is an important detail to the garment, as is the twisted fabric on the hip.

The photograph once taken would have to be dulled down to appear less bright in order to related itself with the rest of her muted advertisements.

Vera Wang Pre-Fall 2009 Collection

Because not all of Vera Wang’s pieces I this collection are “opera attire” and more on the edgy side, they had to be photographed at a different location.

The three ensembles below belong paired with another vintage backdrop and so I chose a black studded door. I really like the door all the way to the right, the architecture of the designs on the door mirror the theme of the slate top with black bead embellishments. It is not the typical Victorian stage Wang usually has, but it truly fits with these few pieces of the collection.

The door on the bottom right has a less unique pattern of studs, but it does however have a more intricate stud– it looks more like a crest. And seeing that they are gold, fit well with the gray jacket, black top, and blue shiny trousers because of the gold floral necklace.

The third ensemble could essentially go with either of the styled doors, but because the outfit is a little more relaxed– because of the slounchiness and flow of the cardigan. The beige cardigan also brings out different areas of the stone that are more of a beige rather that black singed color. She could lean against one side and being sure to show the decal on the shoulder.

L.A.M.B. by Gwen Stefani

With the minimal L.A.M.B advertisements the brand image is easily spotted. Gwen Stefani is the main designer as well as one of the main models used throughout the brand’s advertisements.

Black and white can be found in almost every single ad with her other signature colors: yellow, green, and red. She also likes to ad an element of fantasy with a lot of the advertisements. In her fragrance ads, she is bursting out of a giant bottle of perfume or like the one to the left, leaning against a giant bottle of perfume.

Somehow, the ads still portray the idea of class and “chicness” and not just an adolescence’s cartoon.

L.A.M.B. by Gwen Stefani

Spring 2008 Ready to Wear Collection

themes:

COLOR- mostly black and white but there are a lot of pieces that use this color combination (if not just one) with vibrant greens, yellows, reds, and blues. there are also many pieces with stripes, leopard, and checkered prints.

SILHOUETTE- throughout the collection the pieces are very form fitting with the exception of a few jackets. her collection is also very sophisticated and has a 50’s feel.

EMBELLISHMENT- the designer likes the emphasizing curves and so adds belts or frilled fabric pieces. there is also a floral accent that appears in many of the pieces in the collection as well as the use of skinny black neck ties.

L.A.M.B. by Gwen Stefani

Spring 2008 Ready to Wear Collection

Since a lot of the clothing in the collection is more sophisticated and personifies a 1950’s feel, what better than a 1950’s office? However, none of the advertisements are really in much detail, only a set, few props and the model and so the office would contain minimal props– as long as the element of the office was apparent.

Each of the three ensembles above have different elements suitable for the workplace but in a more sexy way that might just make it inappropriate. The first, is a high waisted mini skirt, with sheer knee highs, a leopard print sweater vest over a white top, and black tie. The second is another high waisted skirt and bright yellow belt and the third a classic skirt suit that has an extra hint of flare.

The models wearing these garments would be sitting at old fashioned desks with type writers or looking through filing cabinets in a stance that exemplify sex appeal.

To fit in with the L.A.M.B advertisement black and white element, the walls could be black and white stripped as well as all of the props in the room be black or white. I do not think a giant typewriter would work with this ad, in seeing that the clothing is more sophisticate than her styled athletic suits.

L.A.M.B. by Gwen Stefani

Spring 2008 Ready to Wear Collection

Accompanying lot of L.A.M.B.’s designs are large tote bags and jackets. And so we can use the element out traveling.

For the four ensembles below, I would want to use the open road or a broken down black 1950’s style. The road scene to the right, would work well with the black and white outfits because the scene has the signature yellow and green that are in a lot of the collection. The models could simple be standing on the side of the road in front of the field of flowers or standing or laying in the midst of the field. The colors are still very simple as is the layout of the scene.

The other two, the red trouser ensemble and the green and white striped dress would fit in with the black car. The models for this layout, could have the hood up while one sits on the roof of the car or on the trunk or even on the inside to get a less detail pictures of the model in the garment against the black leather seating.

Also, a lot of the time the whole garment is not even in the advertisement and so I would work with the photographer in order to getPhotographs that pictured just Enough for the viewer to be enticedto shop for LA.M.B. clothing.